Sr. Marketing Specialist, Equipment

JOB OVERVIEW:

This position is responsible for planning, designing, and executing growth marketing initiatives in the Equipment category. This individual will collaborate with a variety of teams, including customer acquisition, content, analytics, sales, business partners, agencies, and contractors, to deliver high-impact marketing campaigns that drive incremental revenue. The ideal candidate will be results-driven, team-oriented, and will possess a strong creative drive.
KEY RESPONSIBILITIES:

- Develop, maintain, and establish the vision for the successful architecture, process, communication, reporting, development, and performance of high-impact campaigns and full marketing funnels that drive incremental revenue.

- Work with growth team members, key stakeholders, suppliers, and the marketing planning & analysis team to identify and prioritize campaign targets, forecasts, and budgets.

- Lead growth marketing initiatives, including the development and iteration of ads, optimization of media, and driving micro- and macro-conversions in a variety of channels and calls-to-action, including engagements, opens, clicks, ecommerce transactions, and form fills.

- Partner closely with the content team to drive the development of content in a variety of formats (webinars, ebooks, videos, etc.) to support the full marketing funnel, with a heavy emphasis on lead magnets that provide real educational value while generating leads and revenue.

- Develop all marketing campaign elements, including products and services featured, creative, messaging, calls to action, content, customer insights, business partner engagement, etc.

- Collaborate with the customer acquisition team leaders to optimize campaign components for each channel, including digital, email, social, print, display, organic SEO, PPC, events, direct mail, etc.

- Ensure the delivery of timely, relevant, and straightforward reporting on campaigns and proactively intervene in underperforming campaigns with appropriate adjustments to improve the performance of in-flight campaigns as well as future campaigns.

- Partner with the Revenue Operations team to track leads from inception to close, including revenue tracking.

- Support sales enablement by developing and distributing sales collateral, coordinating events and conferences, and preparing campaign strategy presentations for stakeholders, including senior leadership.

- Apply knowledge of financial services marketing (banking, wealth management, equipment finance, or practice finance) to develop relevant campaigns, optimize CRM-based lead tracking, and support organic social media strategy across applicable verticals.

- Participates in special projects and performs other duties as required.

SPECIFIC KNOWLEDGE & SKILLS:

- Knowledge of digital marketing, marketing automation, and expertise in creating customer journeys in the online space

- Experience creating digital media strategy and campaigns, resulting in lead generation and revenue

- Ability to coordinate the creation of digital content, such as email campaigns, digital ads, product flyers, website, and PPC

- Experience in developing and executing social media, webinar, and nurture campaigns

- Experience in measuring and reporting digital campaign effectiveness; working knowledge of Google Analytics and a Marketing Automation platform is a plus

- Strong analytical skills with an understanding of web metrics and digital analytics to report on digital campaign results and identify performance metrics

- Project management skills and critical attention to detail

- Establish collaborative working relationships at multiple levels within the organization

GENERAL SKILLS & COMPETENCIES:

- Strong understanding of industry practices

- High proficiency with tools, systems, and procedures

- Good planning/organizational skills and techniques

- Good decision-making, analysis, and problem-solving skills with the ability to multitask

- Strong verbal and written